Market Communication close to the heart
2009-01-19 by Lotta Örtnäs
Jan Torstenson is the Commercial Manager for the Stockholm Stopover, and has in his background a perfect mix of marketing, sponsoring, events and sailing.
On Jan's merit list, amongst other things was having main responsibility for Team SEB in the Volvo Ocean Race 2001-2002, and SEB's 150 year jubilee with a road show in 20 countries. He also runs Match Cup Sweden, Sweden's biggest annual international sailing event. But right now it is all about the Volvo Ocean Race.
What is involved to be the Commercial Manager for the Stockholm Stopover?
- I am responsible for the packaging of the commercial rights for the event and offering it to potential sponsors and partners. The goal is to find the right company that understands the values and goals associated with the Volvo Ocean Race in Stockholm and therefore minimise the city's costs for the event. My responsibility also involves giving the sponsors and partners value for money and to honour our commitment all the way to the end.
What is the most enjoyable aspect of your position?
- It is exciting that it will be the first time that the Volvo Ocean Race will come to Stockholm. That the event is held in the middle of the city also adds to the interest for me. It is being held at the perfect time, in the summer when it is a natural time to socialise with employees and customers but right before they take a break for the summer holidays. The Stockholm Stopover is an excellent opportunity for consumer companies to be seen, but also for business to business companies to invite their customers. Even though the market is turbulent, there is great interest.
How does it feel to work on a project basis?
- I love to work within a project and I often describe it as a live broadcast. You must achieve a lot in a short time, work tightly together and be close to decisions. To achieve your goals successfully there must be a clear structure in place. The clearer the plans and accountability, the more the flexible you can be.
- The most different ideas often cost the least. When I was in charge of Team SEB and it was time to celebrate Christmas at the Stopover in Sydney, we came up with the idea to get ice from a hockey rink and to deliver it to the Race Village to have a Christmas feeling! The cost only involved hiring a truck, but it was very much appreciated and noticed.
What are your expectations for the Stockholm Stopover?
- I believe the event can prove that Stockholm is the place to hold global sporting events, where the water in the city can be utilized fully. There is an interesting contrast between the ultramodern boat environment of the Volvo Ocean Race and the historical Old Town waterfront. It will be an enormous experience! It will also be a fantastic opportunity to promote Stockholm as an event city.
About Jan Torstenson
Born: In Gothenburg 1960.
Family: Wife Agneta, two grown children, Philip 2 .5 years old and a baby on the way
Lives: Central Stockholm
Experience: Marketing Director SEB, Head of Non-Life Insurance Trygg-Hansa, Head of Purchasing Trygg-Hansa mm.
Sailing Achievements: 2 x Swedish Championships trissjolle and 3 x Gotland Runt.